AI is everywhere. It writes emails. Summarises meetings. It powers that chatbot in the corner of your screen.
But is that really all there is to it?
In a recent opinion piece in De Tijd, co-founder Manu De Buck shares his opinion on the use of AI. His point is clear: AI is being misused. Not because it’s bad tech. But because we treat it like a shiny toy.
Companies throw AI into their software like sprinkles on a cupcake. Nice to look at. But doesn’t really add substance.
"It's not the presence of AI that matters, but its relevance."
Most applications today are reactive, like a chatbot. They wait for input and then provide a response. That’s useful, but not very innovative and often not really effective.
Good service isn’t about showing up as quickly as possible with half-baked information. It’s about choosing the right moment. It’s not presence that matters, but relevance. That’s exactly where AI can make a difference.
Those who dare to bet on proactivity and are willing to reinvent the customer experience can truly stand out.
It’s easy to get distracted by the hype. But AI isn’t here to impress. It’s here to transform.
